Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Writing Instruments in Brazil

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Executive Summary

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PROSPECTS

New technologies challenge growth

Writing instruments is expected to record low retail volume growth over the forecast period. The habit of taking notes with pens or pencils is decreasing gradually due to virtual communication and digital texts.

Markers and highlighters to continue to gain in importance over forecast period

As writing instruments is a mature category, it depends more on developing new demand rather than increasing distribution. For this reason, markers and highlighters offers higher specific value and with a higher number of features to capture consumers’ attention.

Colouring to overcome pencils over the forecast period

Pencils are becoming increasingly dependent on the school environment with less frequent usage in other situations. Even though colouring has lost some appeal as the boom of colouring books has diminished, the category has been able to post a relative good performance.

COMPETITIVE LANDSCAPE

Faber-Castell leads as the main personal accessories brand grows

The large distribution associated with high specific value and schoolchildren’s requirements combine to make Faber-Castell the leading player, not only within writing instruments, but also in the context of personal accessories in general. The trend for colouring books over the review period resulted in colouring becoming an object of interest for other age groups and helped increase the company’s share towards the end of the review period.

New and more affordable brands gain share during the crisis

One of the biggest challenges during the period of consumers’ weakened purchasing power is the threat of trading down. New brands such as Maped do Brasil Ltda are beginning to gain greater relevance, especially with markers and highlighters, indicating a consumption gap in which the biggest players are not so competitive in their pricing.

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